While other UK retail chains have brought adorable animated animals to Christmas 2024, Asda and Havas London have brought a battalion of adorable animated gnomies (the chain’s popular toys).
The toys come to life to save Asda when snow closes all the roads so that employees can’t come to prepare the store. The film’s ability to give hearts a squeeze is amplified by the theme of ‘80s TV series, the A Team, about a group of commando mavericks tasked with daring rescue missions.
As the toys finish their project and the sun begins to rise, chief Gnome, Max, announces, “It’s time to go Gnome”. The gnomes depart in Asda delivery vans, leaving a perfectly prepared store ready for Christmas. The film ends with Chris Rea’s famous Christmas classic, with the lyrics adapted to Driving Gnome for Christmas.
Among a cast of hundreds of Asda gnomes are five hero ‘gnomies’ – the charmingly reckless adventurer, Max; fabulous drag artist and fashionista, Gnicky; gourmet chef, Gnibbles; cool as a cucumber surfer, Gnarla; and the perfectionist party-planner, Gnorma. These gnomies, imagined for the campaign, have been created in real life and will join Asda’s famous Mrs Claus gnome on shelves from November 7 for customers to buy. Asda has sold more than 100,000 festive gnomes over the last four Christmas periods, and has a dedicated buyer tasked with gnome handling.
Vicki Maguire, chief creative officer at Havas London, commented, “Asda’s gnomes are not just iconic, they’re much loved by all – taking pride of place in people’s homes and gardens up and down the country. Bringing them to life this Christmas continues Asda’s focus on humorous, warm brand campaigns that tap into what customers really care for and love about Asda and its offer.”
David Hills, chief customer officer at Asda, added, “Asda’s gnomes are long standing favourites with our customers and they were staring us in the face as the obvious characters for our Christmas campaign – a very Asda way for us to showcase our breadth of offer.”
The hero commercial was directed by “King of the Super Bowl” Bryan Buckley and produced by Hungry Man, with the 3D design of the gnomes created by character experts, Legacy Effects. The animation and post-production handled by Rascal Studios.
Asda’s full Gnome of Christmas campaign covers TV, OOH, press, in-store, online, PR and social. Asda’s social team, working with social agency, Born Social, launched the ad on their channels with an accidental ‘leak’ by the hero gnomes, who couldn’t wait to share their Christmas spirit. Meanwhile, Asda’s PR team, working with agency, Cow, have breadcrumbed gnome hints through events and stories in 2024, with them even appearing on huge OOH sites during key sporting events throughout the year – teeing up the arrival of the gnomes for Christmas.
A teaser also appeared on ITV and STV on November 2 and the gnomes will continue to pop up throughout the festive season, showing off ASDA’s food and decorations, as part of the channel’s continuity bumpers during commercial airtime.
